Mass Appeal signs multi-year deal with Universal Music Group

Under the deal, Mass Appeal will benefit from UMG’s marketing and promotion teams across more than 60 territories. The agreement encompasses exclusive physical and digital distribution for recorded music and short-form video content.

UMG will also distribute Mass Appeal’s catalogue, which includes release from DJ Shadow, J Dilla and former Music Week cover stars Run The Jewels.

Upcoming projects including Mass Appeal co-founder Nas’ eleventh album campaign, which will be driven by the label in collaboration with Def Jam Recordings.

Nas said: “I’ve been blessed to work with two of the best brands in music. Columbia Records was how I got my start and Def Jam was where I continued that journey. In my next chapter, I am proud to say that I am signing myself to myself. I look forward to releasing many projects in the very near future with Mass Appeal’s new global partnership with UMG.”

The deal comes after UMG led Mass Appeal’s $6 million Series A funding round last year.

Peter Bittenbender, CEO of Mass Appeal, said: “In the 15 months since joining forces with UMG, we have seen the Mass Appeal brand expand rapidly, experiencing our most successful year to date. Much like fans across the world, we are hyped that Nas is finally dropping his new album and couldn't be more proud that it's our first release through this new partnership."

Michele Anthony, executive vice president, UMG, said: “Mass Appeal is a thriving multimedia platform that speaks to an audience that is increasingly influencing culture. I couldn’t be more thrilled to expand our relationship. UMG will now provide Mass Appeal’s label with our expertise and resources to maximize the global opportunities for their exceptional roster of artists.”

Recent Mass Appeal projects include developing and producing Netflix series Rapture, while the company also led SoundCloud’s first advertising campaign and was involved in the launch of Google’ first hip-hop Doodle, an interactive turntable.